Cartoon Cartoon T-Shirt Suffered Emotional Experience Of Consumers (1)

This summer Casual wear Brands frequently launch cartoon image products. In collaboration with the Shanghai Film Studio, Na Zha launched an image T-shirt like "black cat Sheriff" and "Na Zha". By satisfying the consumer's emotional experience and selling a dozen yuan vest to 100 yuan, the manufacturer also faces the risk of being copied when seeking profits.

Many brands push cartoon costumes.

After cooperating with the "cartoon" image, the casual clothing brand began selling its brand products quietly in some stores. As a hot animation in Japan, "Qi" is also popular among many young people in China. This is the point of view. The cartoon character and related logo are used as the series of T-shirts, which are on sale this summer.

However, the products of this series are not seen in every exclusive store. Reporters found the "T-shirt" T-shirt in the five floor counters of the new generation.

stay Market observation It was discovered that the number of the clothing in the shop was about 10. Many young people saw the novelty of this series of clothes, and the young people came to the counter to ask the location of the salesmen's "Qi" series of clothes. From the salesmen's mouth, we know that the products of this series are very good at the time of initial listing, but due to the lack of timely updates, the sales volume has not much advantage compared with other categories of clothing brands.

The cartoon image as a series of patterns printed on T-shirts has been widely used by many famous casual wear brands. In addition to its cooperation with the "image", this summer, it has also launched a series of costumes featuring the familiar cartoon characters such as "Duo A dream" and "Toy Story".

This summer, with the famous Chinese art studios, the DreamWorks of the United States and the San Li Gu in Japan, we launched a series of T-shirts that belong to the Chinese people, including "black cat Sheriff", "Na Zha", "Hui" and the current hot "monster Shrek", "Kung Fu Panda", and Japan's "HelloKitty". He said he hoped to make his brand image younger by borrowing these famous cartoon characters.

UNIQLO, as a Japanese brand, is more inclined to cooperate with its well-known cartoon characters. At the UNIQLO store, reporters saw that the most popular "EVA" and "Gundam" popular in Japan, and the most classic "seven dragon balls" and "Mao" images in Japanese animation history became the main design of their costumes, and the world famous cartoon characters such as "Star Wars" and "Mickey" were also placed prominently in the store.

What audiences need is experience.

A cotton T-shirt is sold for hundreds of dollars because of a cartoon design. Consumers also need to take pains to go to different stores to "scour goods". The operation mode of the joint cartoon image means that the business is clear about the location of the customers, while the consumers get a psychological experience of the cartoon complex represented by the merchandise, not a vest itself.

　　 Clothing brand Marriage cartoon has a long history. In the context of the global financial crisis in 2008, the efficiency of the entertainment industry was against the trend. The "11th Five-Year" plan took the cultural industry as an important measure to adjust the economic structure. After the promulgation of the national cultural industry revitalization plan last year, more and more enterprises began to engage in the production of related cartoon products. But at that time, the earnings were not as high as expected. The reason is that the positioning of such products is not accurate.

The analysis points out that the marketing mode of cartoon costumes should be more inclined to "experiential marketing", that is, products that should be produced are compatible with the needs of consumers, and touch their inner feelings and emotions. The age area of consumers who love this kind of clothing is mainly in the range of teenagers, so the image of their combination must naturally aim at the content of young people today.

For example, in 2009, cooperation with "2" was also the first attempt to cooperate with the cartoon image, and found that the market's response was very good. After that cooperation, they began to think about the problem of consumer demand, and found that consumers had many emotional appeals but could not express them. The first successful cooperation also indicated that T-shirts are a good carrier to enable consumers to express their feelings, attitudes and positions. In this way, it is easy to get consumers' sense of identity by setting up their own brand and customer orientation.